The second treatment in a series of stunning ads for burmatex is out this month and is sure to have the design world talking. Developed and executed by renowned creative agency, The Chase, it highlights burmatex’s position as an innovator in the contract flooring sector.

The minimalist design of the first ad played tricks with the eye as the viewer tried to decide if they were looking at a textured green carpet or breeze-swept field. The second creation demonstrates the paradox of the usually complex, yet often breathtakingly beautiful and simple appeal of science and technology, by cleverly manipulating the ground-breaking design of Lateral to colourfully emulate DNA profiles.

Lateral is the inspiration of Darren Clanford, Design Director at burmatex, and was short-listed for a Roses Design Award in 2006. It uses innovative techniques to create a unique three-in-one linear texture.

Launched last year, Lateral is the first from a new breed of products that all share the same ‘DNA make-up’. The rest of the family are expected this autumn and will premier in the third and final advert in magazines read by decision-makers in the commercial design sector including Mix interiors, Icon, FX, onoffice and IdFX.

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